35% more conversions and no paywall evasion: Media group levels up reader experience
Client
Our client is a media group from the East Coast of the U.S. They own over 100 newspapers and magazines focused on news and entertainment.
Challenge
Unauthorized website readers frequently bypassed paywalls using VPNs or incognito mode, which the client wanted to prevent (for context — IAOP research found that 11% of paywalls are evaded by readers). To encourage subscriptions not only through paywall restrictions but also through a better reader experience, the client aimed to enhance data-driven personalization and engagement for these readers.
Solution
To prevent paywall fraud, enhance reader engagement and personalization, our client leveraged such Adenty solutions as:
1. Cross-site visitor recognition enabled the media group to recognize returning website visitors with 99% precision – even applying VPN, incognito, and private browsers. Previously, such visitors were treated by analytics as new, which reset free content limits set by paywall. After implementing Adenty, readers who reach the free content limit and reload the page in private mode are still prompted to authorize or subscribe to access more content – which eliminates paywall fraud.
Together with that, Adenty enabled collecting more detailed visitor profiles — encompassing reader activity across multiple websites. Previously, the client’s web analytics stack relied heavily on third-party cookies, which led to fragmented insights. Adenty unlocked granular, well-attributed visitor data across sites and sessions — and a new level of reader experience personalization.
2. MarTech stack orchestration unlocked coordinated, cross-tool engagement scenarios. Previously, the client managed engagement prompts (e.g. pop-ups, recommendations, personalized banners, discount offers, etc) through multiple marketing tools, which was complicated and uncoordinated. With Adenty, the media group marketers can set engagement scenarios for multiple tools centrally through the Adenty interface. This ensures flexible and synchronized engagement across their full range of MarTech tools – in real time.
What was the effect? After one month of using Adenty, the media group saw ~15% more on-site conversions. After six months, the growth reached around 35%. Equipped with extended visitor profiles, anonymity-resistant visitor tracking, and instant multi-tool engagement, the client delivered relevant, captivating, and loyalty-shaping experiences to their readers — and the readers paid them back with subscriptions.
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